Put Your Website To Work!

We have definitely entered the Age of the URL.  You practically can’t walk down the street these days without tripping on a website.  It seems like everyone from LL Bean to Oprah to your dentist has one.  And the fact is, as a service professional, you could most likely benefit from having one too – if you know how.

So the question becomes, how do you do it right?

I look at a lot of websites (being a web copywriter, it’s kind of an occupational hazard) and far too often what I see are “online brochures.”  These are sites loaded with limp features, dry explanations and wordy paragraphs that start with “I…” or “My…”  They talk about themselves and what they offer.  But they’re missing the essential element of connecting with potential or current clients.

Your website needs to stir up a reaction, build a sense of connection and rapport with your visitor, and identify you as special.  A website that works for you will capture your prospective client's attention, touch their heart, and encourage them to see you as the solution to their problem.  (And the whole reason they’re at your site in the first place is because they have a problem or challenge they’re trying to solve.)

Here are 5 tips guaranteed to get your website to earn its keep:

1)  Have a clear objective for your visitor - The best way to motivate action is to be clear about what you want your visitor to do as a result of coming to your website.  Do you want them to call you, to sign up for your newsletter, to request a free consultation?  A lackluster website gives information; a client-capturing website makes a request.  Don’t get them excited and then leave them hanging as to what’s next.  And just as important, don’t give them too many choices.  Remember, a confused mind says “no.”   

2)  Decide what are the 2-3 key emotions you want your visitor to experience - A humdrum website will get you very few contacts.  That’s no good!  A captivating website MUST create a clear and powerful impression.  Weave those key emotions throughout the pages.  Emotions create connection, which in turn inspires action.   Prospective clients will immediately begin to feel comfortable with you, and people do business with those they know, like and trust. 

3)  Have an Opt In box on every page (same format, same location) - The savvy entrepreneur knows that marketing is about creating connection with potential clients and maintaining connection with established clients.  So the single most important job your website can accomplish for you is to invite visitors to give you their precious name and email address.  Very few people will give you that without some kind of enticement like a free report with valuable information (not fluff).  But whatever you give away in exchange for their contact information, make the sign up process obvious and easy. 

4)  Capitalize on your solo status - Play up the intimate, personalized service aspect.  Resist trying to come across as more “professional” by using an email address with “info” or by using “we” when you’re a solo operation.  These things actually interfere with building relationship.  When you’re a service professional, people are buying YOU, not “info,” so give them you at every opportunity.  And unless you’ve got some kind of royal fixation (we are not amused…), your clients will see through the pretense of trying to sound like a bigger company than you are. 

5)  Talk about specific results - Giving the features of what you deliver is unexciting and not so important to your client.  Much more persuasive is talking about the benefits and results they can expect.  For one of my website clients (who is an empowerment coach), I wrote: generate a 6-figure income, enjoy exceptional relationships, design an “Extraordinary Life blueprint.”  Isn’t that vastly more compelling than “3 sessions a month, unlimited email access, weekly progress report?”

It’s true that a website can have a tremendous impact on your marketing.  It can create connection, open up dialogue and shorten the sales cycle.  But you’ve got to remember that your website is a tool that’s most effective when used skillfully.  Having a car, in and of itself, is no big thing.  You’ve got to take it out of the garage in order to make the most of the opportunity.  By the same token, you need to create a dynamic, captivating website to reap the rewards of the Age of the URL.

(c) 2008 Helen Graves